In this extract from his interview for our Creative Pioneers series, Sir John Hegarty discusses the problem with ‘collaboration’, tissue meetings and why when agencies tell clients they follow a patented, unique process “it’s all bollocks”

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem-Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. Here, Zia Zareem-Slade explains how she gets the best out of the designers and creatives who work with her at Fortnum & Mason

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. Here, Michael Johnson discusses the creative process at johnson banks and the role of the ‘hive mind’

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. Here, Grey London’s Caroline Pay explains her process

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. First up, Jim Sutherland of Studio Sutherl&